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Adwords Account Structure

Presented by: Colleen Simpson@colleendeborah

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Learn or risk irrelevance

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LOOKALIKES? WHY NOT?!

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When Adwords launch in 2000, we had two options - search or display.BACK IN THE DAY,

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SEARCH OR DISPLAY?

@colleendeborah

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OH, SWEET SEARCH NETWORK

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DISPLAY, WHAT?

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to be competitive….TO BE A WARRIOR:

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BID TO TOP THREE POSITIONS

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Bid to top three positions

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#rockstar

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HERE’S YOUR BUSINESS

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DO YOU KNOW YOUR CHANNELS?

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•Are you doing an account refresh?

•Are managing a large scale account?

•Did you inheriting a hot mess?

WHAT’S YOUR STATUS?

@colleendeborah

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YOUR END GOAL IS THE SAME

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1. Push yourself– expand into display, mobile, RLSA

2. Give yourself the means to react quickly to data

3. Focus on decluttering and maintaining QS integrity

4. Build to scale

ACCOUNT STRUCTURE GOALS

@colleendeborah

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LET’S GET ‘EM!

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1. Search ads – expanded

2. Display network (text, banner, in-market, affinity, custom affinity)

3. Mobile

4. Remarketing lists (search and display)

OUR PLAN OF ATTACK…

@colleendeborah

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SEARCH ADS

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STOP THE BLEEDING

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Theory:

Build to scale. Structure by ROI. Organize by platform cost.

Before building, ask what product and geography earn you the most money. Although you may start small, always keep growth and scalability in mind.

Technical:

Build campaign by theme or product. Use the Alpha-Beta method if you can.

Adgroup (MBM) - negative out the exact matchesAdgroup (EM)

SEARCH STRUCTURE

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Exclude your converting exact matches from your mbm lists.

Are you bidding against yourself? Control this by campaign or geography.

Check your settings: geography, time of day, device, and bid settings. React accordingly.

Use analytics at least once a week to cross check – naming conventions, time on site, bounce, assisted conversions, outliers.

CHECKLIST

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There is a limit to the volume on the search network and

competition has increased.

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DOMINATE THE REAL ESTATE

#pubconGET CREATIVE

#pubconREVIEWS

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SITELINKS

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#rockstarSOCIAL INTEGRATION

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RLSA

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SAVE $ WITH RLSABuild remarketing lists to retarget to visitors who didn’t convert on the search network.

1. Tag your desktop and mobile site.2. Categorize your visitors.3. Bid based on visitor value.

@colleendeborah

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STRUCTURE BY ROIClarks Footwear retailer saw an increase from 0.7% to 4.5% conversion rate by using RLSA campaigns. “For every dollar we spend, we’ve got six back. We’ve had outstanding results,” says John Ashton, Head of Multi-Channel Retail.

@colleendeborah

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SEGMENT ADGROUPSBuild out adgroups and target users by keyword (brand or broad high funnel keywords).

Adjust your bids based upon visitor value.

@colleendeborah

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EXCLUDE AUDIENCESDifferentiate your message and bids, based upon the user's behavior. Create an RLSA campaign. Include ad groups based upon the user’s behavior, so you can control the message (ad copy), bid, and landing page offer. Exclude audiences accordingly (brand searches vs generic kwd searches).

@colleendeborah

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DISPLAY ADS

@colleendeborah

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DISPLAY TARGETING

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HI, MY NAME IS DISPLAY!

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THE NEW DISPLAY

@colleendeborah

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SEGMENT CAMPAIGNS

Campaign – Display – adgroup for text; ad group for banner adsCampaign – Display – adgroup for in-market audiencesCampaign – Display – adgroup for affinity audiences

@colleendeborah

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AFFINITY AUDIENCES

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CUSTOM AFFINITY AUDIENCES

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IN-MARKET SEGMENTS

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DOMINATING THE MIND

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DEMAND EXCELLENCE

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“We define ourselves by what we do."

-Jason Garrett, Cowboys Head Coach

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MOBILE

@colleendeborah

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MORE SEARCHES

Google officially announced in May that “more Google searches take place on mobile devices than on computers.”

@colleendeborah

#pubconLENGTHY STARES

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MOBILE APPS

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WHAT’S NEXT?

#pubconACTIVITY

#pubconINDIVIDUALIZED USER

#pubconPOP UP NOTIFICATIONS

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